The Nike commercial, which has been criticized by United States President Donald Trump, was shown on American television during Thursday’s National Football League season opener.

One day after making Colin Kaepernick one of the faces of their 30th anniversary “Just Do It” campaign, Nike has released a short film that honestly might give you the chills. And, of course, President Donald Trump’s inevitable Twitter firebomb – as reliable as the sunrise.

A lengthy, two-minute-long spot, “Dream Crazy”, starring Kaepernick and athletes such as Serena Williams hit consumers’ inboxes two days later, on Wednesday. “Even if it means sacrificing everything”, over a photo of trooper Tyler Edenhofer, who was killed in July after a struggle with a suspect.

President Trump weighed in on the campaign on Tuesday, telling The Daily Caller that “I think it’s a awful message that they’re sending and the objective of them doing it, maybe there’s a reason for them doing it”.

Colin Kaepernick was seen in the Portland area on Thursday afternoon.

The brand’s stock initially fell more than 3 percent following the announcement of their endorsement deal with Kaepernick, who was the first NFL player to protest racial inequality and police brutality by taking a knee during the national anthem before games.

The news generated plenty of online buzz, with social engagement around Nike and Kaepernick rising sharply this week, according to 4C Insights, a marketing technology company.

Colin Kaepernick (7) and Eric Reid (35) of the San Francisco 49ers kneel in protest during the national anthem prior to playing the Los Angeles Rams in their NFL game at Levi’s Stadium on September 12, 2016, in Santa Clara, California.

Nike recently signed an extension to its deal as the NFL’s official uniform sponsor.

Believe in something. Even if it means sacrificing everything.

Taya Kyle, widow of late Navy SEAL Chris Kyle, took to Facebook to criticize the company and to say she was joining in on widespread boycotts.

Nike also will create an apparel line for Kaepernick, including a signature shoe, and contribute to his Know Your Rights charity, the person said.

“If Nike chooses to apologize to our troops and to our law enforcement officers, then – and only then – will TMU reconsider their brand”, said President Caner.